Aggressiveness of Telemarketing

Agresivnost telemarketinga

Miloš Lončar,

Sanja Džever,

Sonja Vučenović

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Issue:

53/2

DOI number:

UDK: 621.391:658.8

JEL classification:

M31; M37

Paper submitted:

17.05.2022.

Paper accepted:

06.09.2022.

Abstract

During the past two decades the use of the telephone had been dramatically increased, while its possession and using are presented as almost as an imperative at the moment. Business entities are guided by the stated fact when creating communication strategies, so it is mostly treated as an inevitable instrument of direct marketing communication with the target audience. Therefore, the subject of the paper is direct marketing communication, with special reference to telemarketing. Although it has a wide range of strengths and advantages, a common objection to telemarketing is an overly aggressive approach which can decrease the level of customer satisfaction. Since the costumers аrе the center of marketing efforts, an aim of the research paper was to identify their attitudes about marketing campaigns via phone call and text message. The empirical research was conducted on the territory of the Republic of Serbia on a sample of 100 respondents. The analysis had been performed using Pearson‘s correlation test, after which the hypothesis H0 – „Interactive communication via telephone is perceived by consumers as aggressive“ was confirmed. The results of the research indicated that consumer interest will decrease proportionally as the aggressiveness of direct interactive marketing grows in their consciousness.

Apstrakt

Tokom poslednje dve decenije korišćenje telefona dramatično je poraslo, dok u aktuelno posmatranoj svakodnevnici njegovo posedovanje i rukovanje gotovo da predstavlja imperativ. Poslovni subjekti vode se navedenom činjenicom prilikom kreiranja marketing strategija, te ga većinski tretiraju kao neizbežan instrument komunikacije s ciljnim auditorijumom. Samim tim, predmet rada predstavlja direktna marketing komunikacija, s posebnim osvrtom na telemarketing. Iako poseduje širok spektar snaga i prednosti, problem istraživanja je česta primedba telemarketingu o suviše agresivnom pristupu koji narušava nivo satisfakcije korisnika. Kako su potrošači u centru marketinških napora, cilj istraživanja predstavlja identifikacija njihovih stavova o kampanjama putem telefonskog poziva i tekstualne poruke. Empirijsko istraživanje sprovedeno je na teritoriji Republike Srbije na uzorku od 100 ispitanika. Analiza  je izvršena primenom Pirsonovog testa korelacije, nakon čega je hipoteza H0 „Interaktivnu komunikaciju preko telefona potrošači doživljavaju kao agresivnu“ potvrđena. Rezultati istraživanja ukazali su da će zainteresovanost potrošača srazmerno opadati kako agresivnost direktnog interaktivnog marketinga bude rasla u njihovoj svesti.

References

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